REQUESTS FOR PROPOSALS for Developing and Executing a Strategic Marketing and Communication Program for the Louisiana Department of Economic Development
Proposal Due Date/Time: June 24, 2022
1. ADMINISTRATIVE AND GENERAL INFORMATION
1.1 Purpose
The purpose of this Request for Proposal (RFP) is to obtain competitive proposals from
qualified Proposers who are interested in providing, developing and executing a strategic
marketing and communications program for the Louisiana Department of Economic
Development, an Agency of the State of Louisiana, also called Louisiana Economic
Development (LED). The objective of this RFP is to select the proposal(s) that are most
advantageous to the State and LED. LED seeks the highest quality services (with emphasis
on creativity, innovation, and speed of delivery) it can obtain with its available budgeted funds.
Any failure to provide high quality services in a timely manner as requested by LED creates
great risk of injury to the reputation of LED and disruption of its economic development efforts
and will require significant time and effort of staff to overcome difficulties. Therefore,
evaluation factors relating to quality of services are of the greatest importance.
Through this RFP, LED seeks to identify a single contractor, or multiple contractors, who will
assist LED in achieving its objectives through the creation and execution of marketing
initiatives and communication strategies. The work will be divided into four Components: 1)
Strategic Development and Brand Identity; 2) Website and Digital Communication Tools;
3) Media Buying; and 4) Public Relations/External Communications.
The purpose of dividing the work into four (4) Components is to provide LED greater access
to the most creative, innovative and efficient Proposers. It is understood that there will likely
be overlap among the tasks that will fall within each Component.
The Components allow proposers the flexibility to submit a proposal in response to only a
single Component or to submit individual proposals for each Component for which they wish
to be considered. A Proposer must submit separate individual proposals for each
Component for which the Proposer seeks to be considered such that, e.g., if one
Proposer submits for all Components, that Proposer must submit four complete, separate
proposals specifically tailored for each of the four Components.
1.2 Background
Louisiana Economic Development is responsible for promoting Louisiana as a location for
retaining, expanding and locating domestic and international business operations.
LEDs Marketing and Communications Division oversees and manages all facets of the LED
brand, while also building awareness of Louisiana’s economic development opportunities and
achievements through targeted visual and written communications. LED’s specific purpose
for engaging in these communications and marketing activities is to generate legitimate
inquiries from responsible sources and to create a favorable image of Louisiana as a place in
which to live, work and do business.
LED will accept proposals from qualified Proposers containing sufficient information for the
department to determine that satisfactory services will be performed and ensured for the
department.
A Proposer must be capable (through its own staff or through specifically disclosed
arrangements with third-party subcontractors) to perform the services requested for each
Component for which it wishes to be considered. Each Component will be reviewed, scored
separately, and independently evaluated. Multiple awards may be made.
It is understood that there will be overlap among tasks that will fall within each Component.
The contracts will be non-exclusive, and LED reserves the right to otherwise provide or
contract for any of these services via some other source and aware multiple contracts to one
or more Proposers.
The amount allocated to any one Component or any one Contractor will be determined during
contract negotiations, and each contract or contracts will reflect a maximum amount payable
under each contract. However, all payments will be based on actual work performed and in
accordance with the approval processes provided by contract.
1.3 Goals and Objectives
The Goals of this RFP are to obtain a Contractor or Contractors to provide assistance to LED
in developing and executing a strategic marketing and communication program for LED, to
help LED achieve its objectives through the creation and execution of marketing initiatives
and communication strategies to provide the State greater access to the most creative,
innovative and effective methods.
The Objectives of this RFP are to obtain a Contractor or Contractors to participate in a
working relationship with LED, which will be a firm or firms that will cooperate and work with
each other, as necessary, and LED staff to establish vision and goals for the promotion of
the State’s economic development program to provide support to the State in developing
and executing a strategic marketing and communication program; and to provide a
relationship whereby LED and the Contractor(s) will cooperate, work with and support each
other in each of their endeavors to provide assistance to LED in the delivery of its economic
development message.
Deadline for receipt of written inquiries May 31, 2022 by 4:30 p.m. CDT
Deadline to answer written inquiries June 10, 2022
Deadline for receipt of proposals June 24, 2022 by 4:30 p.m. CDT
1.7 Proposal Submittal
The proposal must be received either electronically or in hard copy (printed) version on or
before the date and time specified in the Schedule of Events, according to the following
instructions.
NOTE: Only one version is required. Proposers are not required to submit their proposals in
both versions.
1.7.1 Electronic Proposal Submission
If submitting electronically, the proposal must be uploaded to
https://stateofla.app.box.com/f/ce8cbbb043f04713afe97f8fa51d6459 before the date and
time specified in the Schedule of Events.. Uploaded submissions are the only acceptable
method of electronic proposal delivery. Proposers uploading their proposals should allow
sufficient time to ensure successful upload of their proposal by the time specified. Proposers
are strongly encouraged to upload their proposal well in advance of the Deadline for receipt
of electronic proposals as internet connectivity and file size will affect proposal submission
upload timeframes.
The State assumes no liability for assuring accurate/complete uploads. The responsibility
solely lies with each Proposer to ensure their proposal is successfully uploaded prior to the
deadline for submission. Corrupted files and incomplete submissions will not be considered.
Proposers needing assistance regarding proposal uploads should visit:
Proposer’s expense to:
Christina Ocmand, RFP Coordinator, Louisiana Economic Development
For courier delivery, the street address is:
LaSalle Building,
11th Floor, Cubicle 11-76J
617 North 3rd Street
Baton Rouge, LA. 70802
For mailing, the mailing address is:
P.O. Box 94185
Baton Rouge, LA. 70804-94185
The Telephone Number is: (225) 342-4071 (direct) or (225) 342-3000 (receptionist)
The responsibility solely lies with each proposer to ensure their proposal is delivered at the
specified place and prior to the deadline for submission. Proposals received after the
deadline will not be considered. NOTE: HARD COPIES OF PROPOSAL MUST BE
DELIVERED DURING OFFICE HOURS: 8:00 A.M. TO 4:30 P.M.
Scope of Work
Component 1: Strategic Development / Brand Identity
a. Strategic planning
b. Consumer research/testing
c. Creative development
d. Project management
e. Account service and management
f. Office/staffing – Provide key account personnel who are available for quick project
turnaround, and for in-person/virtual meetings and senior-level decision making
within one hour of LED request. To provide the immediate response time and inperson/
virtual meetings required for the performance of these services, the Proposer
must certify that it has or will establish an office based in Louisiana for the entire term
of the contract, or certify that it can provide substantially the same services through
telephone conferencing, video conferencing, and/or web-based media at Proposer’s
cost.
g. Copywriting and Proofing
h. Accounting
Component 2: Website and Digital Communication Tools
a. Strategic planning
b. Creative development
c. Website development and management for LED Websites
d. Email marketing
e. Digital and social media communication tools development and management
f. Search Engine Optimization (SEO) planning and management, updating headlines,
metadata descriptions, site address and extensions for a more prominent results in
on- line searches
g. Project management
h. Account service and management
i. Copywriting and proofing
j. Accounting
k. Office/staffing – Provide key account personnel who are available for quick project
turnaround, and for in-person meetings and senior-level decision making within one
hour of LED request. To provide the immediate response time and in-person/virtual
meetings required for the performance of these services, the Proposer must certify
that it has or will establish an office based in Louisiana for the entire term of the
contract, or certify that it can provide substantially the same services through
telephone conferencing, video conferencing, and/or web-based media at Proposer’s
cost.
l. Support/response time – Provide 24-hours per day support, 7 days per week, 365
days per year, for LED Websites, including related databases, content management
tools, portals, web applications and related systems, and digital communication tools.
Response time for support shall be within one hour or less during normal business
hours (Monday through Friday, 8 A.M. to 5 P.M.); or if request for support is received
on Monday-Thursday outside of normal business hours, response time shall be within
one hour (by 9:00 A.M.) on the next business day; if request for support is received
on Friday-Saturday outside of normal business hours, response time for support will
be within eight hours on the next calendar day (by 4:00 P.M.); or if request for support
is received on Sunday, response time for support shall be within one hour (by 9:00
A.M.) on the next business day. In any emergency situation requiring mission critical response time, the response time shall be within one hour or less; over weekends for
incidents such as main website down, expected response time to be provided by
LED.
Component 3: Media Buying
a. Strategic planning
b. Target audience and medium analysis
c. Media buying – traditional and digital
d. Media tracking and invoice reconciliation
e. Account service and management
f. Accounting
g. Office/staffing – Provide key account personnel who are available for quick project
turnaround, and for in-person meetings and senior-level decision making within one
hour of LED request. To provide the immediate response time and in-person/virtual
meetings required for the performance of these services, the Proposer must certify
that it has or will establish an office based in Louisiana for the entire term of the
contract, or certify that it can provide substantially the same services through
telephone conferencing, video conferencing, and/or web-based media at Proposer’s
cost.
Component 4: Public Relations/External Communications
a. Strategic planning
b. Messaging architecture
c. Media response process and support
d. Media and influencer relationships
e. Press engagement and media pitching
f. Press conferences/tours
g. Media training
h. Crisis communication
i. Special event management
j. Account service and management
k. Accounting
l. Office/staffing – Provide key account personnel who are available for quick project
turnaround, and for in-person meetings and senior-level decision making within one
hour of LED request. To provide the immediate response time and in-person/virtual
meetings required for the performance of these services, the Proposer must certify
that it has or will establish an office based in Louisiana for the entire term of the
contract, or certify that it can provide substantially the same services through
telephone conferencing, video conferencing, and/or web-based media.
